Thursday, November 30, 2006
Wednesday, November 29, 2006
Yahoo Search Marketing Bid Management Changes
Yahoo Search Marketing just sent out the following email which alerts its advertisers to the changes in bid management from the current ‘auction PPC’ format to the new Yahoo Search Marketing ‘Estimated Average Position’ and Bid Range for Top Positions.’
| Google’s Secret Display Advertising Network Google has created a ’secret’ Google Display Advertising Network to attract Fortune 1000 companies into the Google advertising realm. Google’s Display Advertising Network is exclusive and invitation only, and based upon high CPM (cost per thousand impressions) rates and not cost per click, like Google AdWords or the current AdSense network. John Chow describes the Google Display Advertising Network: While Google won’t tell normal AdSense publishers what the revenue split on their account is, they are much more open with the display network. As a matter fact, every display network members negotiates a flat CPM rate with Google. The contracts are one year long and publishers have to guarantee Google that they will provide a minimum amount of ad inventory each month. Publishers can serve more than the minimum amount and still receive the same CPM rate for the overage. Reporting by the display network is currently via weekly emails from Google. The information is extremely limited. The only information shown is your weekly ad impressions and page views. Take that ad impression figure, multiply it by your CPM rate and you’ll have how much you made. |
| Ad Preview column for Ad Performance reports With so many ad variations available in AdWords today, it's easy to lose track of which ads or types of ads you're running in your campaigns. To help keep things straight, the Report Center team recently introduced a cool new feature called the Ad Preview column. The Ad Preview column is viewable in the HTML version of Ad Performance reports and shows your text, image, video, mobile, or local business ad alongside the ad’s performance statistics. To include the Ad Preview column in your Ad Performance report, simply check the ‘Ad Preview’ box under the Attributes section in Advanced Settings: Add or Remove Columns on the Create Report page. http://payperclick-india.blogspot.com/ |
| Will using Website Optimizer improve my landing page quality? Using Website Optimizer to experiment with your landing page does not have any impact on your Quality Score or your landing page quality. Website Optimizer evaluates your conversion rates to tell you which marketing messages are converting most often on your landing page, whereas the Quality Score doesn't incorporate any conversion information. Please remember that once you've made a change to your landing page based on tests run with Website Optimizer, the Quality Score may change as with any other changes to your landing page. We hope this helps to clear up some of your questions about this recent change. If you have additional questions, please let us know and we'll answer as many as possible the next time we write about landing page quality. http://payperclick-india.blogspot.com/ |
| Can a page that has a high CTR or conversion rate be considered a poor quality landing page? In short, yes. Though the Quality Score incorporates the CTR of your keyword, when our system is specifically evaluating your landing page quality, it does not consider the CTR of your keywords or any conversion tracking or Google Analytics data in the account. Instead, it's focused on the actual content and relevance of your landing page to a user who clicks on your ad and ends up on your site. It is well worth noting that not all ads with a high CTR provide a good experience for users. For example, an ad may promote a new home for sale in San Francisco for the query 'San Francisco homes', but after clicking on the ad, the user is taken to a page that shows houses in Seattle. This is not a particularly good experience for the user -- but the ad itself could still be highly relevant to the keyword, and thus is likely to have a high CTR. http://payperclick-india.blogspot.com/ |
| Answering your landing page quality questions (part 1) On November 6, we let you know that we would soon be making changes to the way that AdWords evaluates landing page quality. These changes are now live and we'd like to follow up with a two part series to answer some of the questions that we have received. Why did you make this change right before the holiday season? As more and more holiday shoppers turn online to find gifts, we want to do everything we can to serve the most relevant and highest quality ads to our users. By making improvements to landing page quality, we're not only able to help users (who are your potential customers) find what they want, but also help you maximize your leads because your ads will no longer have to compete with ads that are providing a poor user experience. To give a bit more background, we had an internal debate about when to release these changes. We ultimately decided that since our focus is providing the most relevant advertising, it was best to launch these long-planned improvements as soon as we were ready to go, technically speaking. |
| Ready for Black Friday and Cyber Monday? The day after Thanksgiving is traditionally known as "Black Friday" – the busiest shopping day of the year, and what many retailers consider the official start of the holiday season. While you're busy marking down your products in preparation for the in-store sales, don't forget to think about your online customers, too—especially since "Cyber Monday" is just a few days after Black Friday. Now would be a good time to take a look at your AdWords campaigns, and perhaps even create new Ad Groups that have keywords and ad text related to your promotional items. Be sure to use a Destination URL that takes shoppers directly to the most appropriate product page so that they can easily find your discounted products. These small adjustments to your AdWords campaigns can make quite a difference in helping you attract even more online bargain hunters to your site. Oh, and did we mention that there are only 38 more days until Christmas? |
| New Features in Ads Diagnostic Tool We know that one of the most common problems you face when managing your AdWords account is trying to figure out why your ad isn't showing for a particular keyword. If that sounds familiar, you'll be glad to hear that we've released a new feature that provides one-click troubleshooting for this problem. Here's an update on the feature from Peter H. on the Ads Diagnostic Tool team: We're making the Ads Diagnostic Tool more accessible by incorporating it into the Ad Group details page. You can access this new feature via the new magnifying glass icon next to each keyword. If you are concerned that an ad is under-performing because of a particular keyword, you can point your cursor at the magnifying glass to get an instant diagnosis for that keyword. If the Ads Diagnostic Tool finds an issue that may be related to that keyword, you can receive troubleshooting suggestions by clicking the "What can I do now" link that appears inside the help bubble. If there are no issues with your keyword, the bubble will tell you that your ad is running normally on Google.com. We've also added some very useful features to the full Ads Diagnostic Tool on the Tools page. Now you can request diagnostics for ads running in a specific geographic location. Another new feature in the Ads Diagnostic Tool is a direct link to the ad preview page for specific keywords. By clicking on "Preview search results" link for each keyword, you can now view what your ad looks like and where it's showing up on the search results page without creating an impression. We hope that these improvements will make it easier for you to diagnose and resolve keyword performance issues! http://payperclick-india.blogspot.com/ |
a day to give thanks and rejoice with family and friends. Those of us on the Inside AdWords crew would like to offer our thanks to you, for your continued interest, readership, support, and feedback. And before we take the next few days off for our Thanksgiving holiday, we'd like to share with you our latest holiday doodle -- a little something that's become somewhat of a tradition on the blog. :-) |
Introducing Google Analytics.Sophisticated. Easy. Free. Google Analytics tells you everything you want to know about how your visitors found you and how they interact with your site. You'll be able to focus your marketing resources on campaigns and initiatives that deliver ROI, and improve your site to convert more visitors.
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Integrated with Adwords.
Google Analytics has the enterprise level capabilities you'd expect from a high end web analytics offering and also provides timesaving integration with AdWords. Of course, Google Analytics tracks all of your non-AdWords initiatives as well.
Free.
Google Analytics is one way we invest in our advertisers and everyone else who wants to create quality content on the web. With Google Analytics, you can get started today creating targeted, ROI-driven marketing campaigns and improving your site design and content.http://www.google.com/analytics/sign_up.html
http://payperclick-india.blogspot.com/
Tuesday, November 28, 2006
IN 2007 In 2007, US marketers will spend more than $10 billion on search engine marketing. If you are seeking a specialist agency to help you manage either paid search advertising (PPC) and/or search engine optimization (SEO) http://payperclick-india.blogspot.com/ |
| Table of Contents: Search Benchmark Guide 2007: Executive Summary: Top 7 Search Marketing Insights for 2007The Search Marketing Glossary Chapter 1: The Business of Search – Budgeting, Issues & Outsourcing Search Chart: 2006 Search Spending Chart: Projected Search Spending in 2010 Chart: Spending on Search by Tactic Chart: SEO Spending as % of Paid Search Chart: Marketers Look at 2007 Search Spending Chart: Where is Search Spending Growth Focused? Chart: Online Share of Marketing Budget – Averages Chart: Online Share of Marketing Budget for B-to-C Companies Chart: Online Share of Marketing Budget for B-to-B Companies Chart: Business to Consumer Companies – Search Share of Online Budget Chart: Business to Business Companies – Search Share of Online Budget Chart: Many Hats – the Roles of Search Marketers Table: Why Search Marketers are Mobile (Salaries and Demand) Chart: Impact of the SEM Labor Shortage Chart: Challenges in Search Marketing Chart: How Marketing Investment is Changing |
| Top 10 questions you can answer with the Search Marketing Benchmark Guide: #1. How many keywords should I be advertising under? Plus, what are my peers and competitors spending on SEO versus PPC ads? #2. Should I buy PPC ads for keyterms that I already have high organic rankings for? #3. What critical data do I need to raise ecommerce sales via search? #4. How does cost per click vary between search engines? #5. Should I worry about search engine arbitrage with my affiliates? Should I block affiliates and resellers from advertising under certain keywords? #6. How does B-to-B search marketing and budgeting differ from mass consumer marketing? #7. Do search users eyeballs look at organic or paid results mostly? Do results near the bottom of the page or on the right column get seen at all? #8. How can I measure my search campaigns more effectively? #9. What's the trend for delayed conversions? How about consumer cookie-wiping? #10. What should my conversion rates be for PPC versus SEO listings? |
| 5 ways MarketingSherpa's Search Benchmark Guide makes your job easier: The 2007 edition is 262-pages long, and packed with charts, tables, heatmaps, and analysis you can put to use right away to: #1. Budget more accurately for the coming year. #2. Defend your search marketing plans to the boss (or to clients if you're an agency.) #3. Compare your results to the norm, including clicks, conversions, and costs. (Also includes practical tips on measurement.) #4. Determine which SEM tests you should try to improve results for your current campaigns -- and which may not be worth the work or investment. #5. Train new staff more easily on what's proven to work in SEM. |
Monday, November 27, 2006
| What is PPC Maximization? Paid search is unique to online advertising. Because of its inherent functionality, paid search shares many benefits and in some cases expands the benefits of targeted direct mal marketing. Paid search is effectively measurable (in real-time), conducive to controlled testing, increasingly targeted, and dependent on creative/ad text persuasiveness. Due to these benefits, paid search is an extremely effective direct response strategy. Although many paid search engines advertise otherwise, industry research challenges the value of paid search as a branding strategy. PPC maximization; therefore, is the systematic process of generating a greater return from your paid search investment. How it is achieved is through leveraging the advantages of paid search to their maximum capacity. PPC maximization aims to achieve two, overall objectives: (1) to reduce spending costs while (2) generating more actions (however you define your desired action.) It’s a concentrated effort for achieving more from less. Proven strategies for maximizing paid search include: |
| Reduce Click Fraud Exposure Although industry statistics fluctuate on the percentage of spending impact caused by click fraud, we can be certain that is exists and should be monitored. Although specific strategies for monitoring click fraud are constantly evolving, there is effective and affordable click fraud technology currently available to help. The most effective tools track not only unusual IP traffic patterns but also monitor log files to catch what JavaScript misses. Monitoring click fraud is a situation (in my opinion) where doing something even at a minimum is better than doing nothing at all. http://payperclick-india.blogspot.com/ |
| Pay Per Click Analyst Pay Per Click Analyst reviews the top Pay Per Click Search Engines offering up to date There are many pay per click search engines to choose from - It is our goal at PPCA to bring you the facts by an in-depth look into the pros and cons of each service. Together we can increase the return on your advertising investment. US Reviews: MIVA - Highly Recommended!!! Google AdWords - Highly Recommended!!! Yahoo Search Marketing - Highly Recommended!!! LookSmart.com - Recommended Kanoodle.com - Recommended Enhance.com - Recommended Lycos Insite Adbuyer - Recommended ePilot.com - Recommended goClick.com - Recommended Search123 - Recommended Searchfeed.com - Recommended 7Search.com - Neutral UK Reviews: MIVA UK - Recommended Mirago.com - Recommended Turbo10.com - Neutral Splut.com - Not Recommended Bid Management Reviews: Atlas OnePoint - Highly Recommended!!! BidRank - Highly Recommended!!! Web Analytics Reviews: Clicktracks - Recommended |
| Pay-Per-Click Not-So-Easy A November survey by “shopper-centric, e-commerce consultants” the e-tailing Group and eMarketer has outlined the approach retailers use when managing their own search marketing campaigns, contrary to the automate-it-with-technology solution that we preach here at WebVisible. The burdens of self procurement are many, according to the survey. 99% of those that manage PPC campaigns in-house have three or fewer people working on the job. One third of businesses spend 21 or more hours a week managing PPC campaigns and another third spend five or less hours a week. 40% of the respondents reported that they manage more than 5,000 keywords. To accomplish the task, 59% manage internally, 18% outsource and 24% use a combination of internal and outsourced solutions. “It is clear that merchants see value in this marketing method,” Lauren Freedman, president of the e-tailing group, told Internet Retailer. “However, resource constraints plus limited time availability and skilled personnel to dedicate to PPC were frustrations.” Some businesses appear to spend enough hours managing pay-per-click campaigns as to dedicate a full-time staff person (or persons) to the task. Astonishing, considering the conveniences that technology can provide. |
| Running a Profitable PPC Campaign Your main consideration in running a successful PPC campaign is your return on investment (ROI). The ROI is calculated by working out how much you are making on the click-throughs (and purchases) from your PPC visitors minus the amount you are spending on advertising. If your ROI is low or worse still, negative, you have to tweak your ads to increase traffic or opt for less expensive keywords. If you have chosen particularly competitive keywords and paid a premium for those words, you may have to consider keywords that are less competitive. Your position in the search engine listings is determined by the bid price you have paid. Obviously, the more you are willing to pay “per click” the higher up in the search engine rankings you’ll be. The trade-off is that you need to have a high ROI to make the cost of your keyword bids worth it. Most PPC search engines automate the bidding process so you only pay the maximum amount required to get you to the top of the search engine listings. However, it is imperative that you follow your own PPC campaigns to ensure you aren’t being out-bid or that the PPC search engine has declined your ad. (This can happen if your original maximum bid price becomes uncompetitive). Once you have mastered the basics of running a PPC campaign and have discovered the various tools and software available to help you run a profitable campaign, you will be in a position to fine tune your campaigns. Although PPC marketing is an effective and instantaneous way of generating targeted traffic to your site, it doesn’t work for everyone. Factors like the competition in your market, the cost per bid, the number of actual click-throughs you are getting and your return on investment (ROI) must all be factored into your results. But when you consider that the only alternative is to wait for your site to be organcially listed and ranked by the major search engines, which could take anywhere from one day to three months or more, running a PPC campaign is certainly a more viable option. Good luck! |
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